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Visa CAL, the leading credit card company in Israel, was founded in 1979. Visa CAL offers credit cards for the world’s leading brands to more than 2.4 million cardholders and tens of thousands of businesses worldwide. In 2015, the company launched a new product, becoming the first Israeli firm to offer end-to-end online credit card ordering.
To assess its customer needs and trends, Visa CAL was using a number of tools including web analytics, application logs, business intelligence (BI) systems and media tools. However, despite all of these tools, the company did not have a complete picture of the user experience on their website.
The key areas that Visa CAL wanted insights about included:
Visa CAL turned to digital experience analytics from Glassbox to get a clearer view of the customer journey when ordering and using Visa CAL credit card products.
Visa CAL was able to find and watch session replays during which customers ordered credit cards. Using customizable Glassbox dashboards, they were able to analyze customer behaviour, including session duration and the number of changes to fields, which the company suspected were impacting customer churn.
With the click maps in Glassbox, Visa CAL gained an understanding of the intentions of their customers. This information gave Visa CAL a data-driven hypothesis of what they needed to do to make the process more intuitive and customer-friendly.
In response, Visa CAL embarked on a new project to look closely at the results from Glassbox and fine-tune every stage of the card ordering journey to ensure it matched the needs of the customer and addressed any areas of friction.
“Thanks to Glassbox, we are now able to record each and every customer action from our site. Using analytics, funnels and associated data, we are able to reach intelligent conclusions on customer behavior and have a continuous improvement action plan in place to ensure we continue to evolve and meet the needs of our customers.”
Ofer Goldberg
Head of Digital Services R&D and Innovation, Visa CAL
Glassbox brought about a number of changes to the credit card ordering process, all of which are designed to make it easier and more intuitive for the customer:
With data provided by Glassbox, within three weeks the company was able to triple the conversion rate from 19% to 60%.
There have been a number of specific examples of Glassbox flagging issues for addressing. “There was a complaint that customers ordering cards online were being ejected at the end of the process when clicking on ‘Next’. It did not happen all the time, but it was a concern. Glassbox gave us insight into this and helped us get on the case. Since we introduced a fix, the logs don’t reveal any further issues,” Goldberg said.
Goldberg concluded, “With Glassbox’s help, we found the root cause of the issue, including communication with the server. The customer hadn’t properly filled in the account details page so the client validation didn’t work well which resulted in an unplanned behaviour. Glassbox has proven its value, and from my point of view, has given us a return on investment.”
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